seo & ux: so happy together
TRANSCRIPT
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Rand Fishkin, Wizard of Moz | @randfish | [email protected]
SEO & UX: So Happy Together How to combine the practices of user experience and SEO
for greater shared value, traffic, and visitor satisfaction
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Bit.ly/seouxtogether
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Once upon a time…SEO and UX were enemies (sorta).
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SEO: Keywords Everywhere!
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UX: Gah! My eyes… They burn!
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SEO: Jam in the Links & Text!
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UX: Oh god…It’s horrible!
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SEO: Static HTML only
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UX: But, we could do so much more…
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As search engines evolved,UX & SEO converged
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Goals of Modern SEO:
#1: Drive high quality traffic from search engines
#2: Help understand what searchers are seeking
#3: Identify missed opportunities to influence searchers
#4: Positively impact brand reputations in search
#5: Create long-term value with minimal risk
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Goals of Modern UX:
#1: Help users accomplish their tasks easily & enjoyably
#2: Help organizations w/ their user-influencing goals
#3: Positively impact access & reach for every potential user
#4: Improve desirability, credibility, findability, & usability
#5: Uncover potential needs & fulfill themSource
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In 2017, Google’s ranking inputs bolster, rather than compete with, UX priorities
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Search Engine Ranking Inputs
Accessibility
Content Relevance
Search Query Keyword Use
External Links
Visitor Engagement
Site & URL Structure
Brand Mentions & Citations
CTR + Pogo-Sticking
Internal Links
Outlinks
Spam Analysis
Mobile Friendliness
Page Load Speed
HTTPS
Temporal/Seasonal Factors
Thin/Duplicate Content
Strong Influence: Some Influence:
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Accessibility
C’mon Google…
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Content Relevance
Phrasing like “differences between”
Words like “tatami,” “yukata,” “onsen,”
“kaiseki” and “Japanese”
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Search Query Keyword Use
For most search queries, using the searcher’s language still helps
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External Links
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Visitor Engagement
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Site & URL Structure
Subdomain
Root Domain
Subfolder
Totally unnecessary subfolder
Page
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Brand Mentions & Citations
The brands most talked about on the web usually
rank highest
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CTR + Pogo-Sticking
If many searchers click #2, then click back & choose a different result, Google may not rank
LuckyPeach as well in the future
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Internal Links
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Outlinks
Outlinks not only help users, but are correlated w/ more inlinks &
higher rankings.
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Spam Signals
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HTTPS
Source
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Temporal Factors
QDF (Query Deserves Freshness) biases
Google to rank recent content higher
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Accuracy Factors
Uh oh…
Source
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Phew!
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Thin/Duplicate Content
Google filters duplicates, and may depress
rankings of sites w/ lots of thin or useless content
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How can UX professionals getmore value from SEO?
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1) Recognize Google is Often the First Point of Navigation to Your Site
Source
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You Can Control the Brand’s Experience Here
with SEO
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2) Serve People the Content They Want
Keyword research tells us what people are
actually seeking, and how they’re looking for
it.
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The relative volume & phrasing with which people search for varying queries can lead us to better serve
their needs.
Via Moz’s Keyword Explorer
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e.g. If you’re offering “bartending certification,” but
people search 10X more often for “bartending
classes” & “schools,” might be time to update your
language.
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3) Serve Content in the Ways People Want
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Google only shows these different types of results when they get decent levels
of interaction.
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4) Use SEO to Help Make the Case for UX
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5) Google Uses User, Usage, & EngagementData to Determine How to Rank Content
I hate bullet points, but this slide from Google Search Engineer Paul Haahr, shows how clicks are used to grade performance
Via How Google Works on Slideshare
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How can SEO professionals getmore value from UX?
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Just saying!
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2) Eliminate Content that Fails to Help
Whoa! Either the content or the UX needs some serious help…
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Broad search Narrower search
Even narrower search
Website visit
Website visit Brand search
Social validation Highly-specific search
Type-in/direct visit Completion of Task
3) Enable the Searcher’s Full Journey
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Broad search
All the sites (or answers) you probably would have visited/sought along that path
Completion of Task
This is Google’s Ultimate Goal:
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If Google sees that many people
who perform these types of queries:
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Eventually end their queries on the topic after visiting Ramen
Rater…
The Ramen Rater
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They might use the clickstream data to help
rank that site higher, even if it doesn’t have
traditional ranking signals
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UX Research Can Uncover Exactly This!
Via Marta Fioni @Prezi
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4) Balance UX and Conversion Goals
Via Craig Kistler
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Managing Tensions & Tradeoffs Between SEO & UX…
(thankfully, there aren’t very many)
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Keyword Use vs. Natural Language
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Consolidation vs. Segmentation
SEO best practices dictate that only a single page be indexable for a single keyword target & searcher intent.
But there may be UX reasons to have multiple pages serving the
same or similar user intent
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Internal Linking & Navigation
Source
There may be SEO reasons to link that aren’t as useful or high priority for users.
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Search Engine-Parseable Content
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Because Google can’t parse the interactive elements of the page, 538 misses out on this featured snippet opportunity
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For every bit of tension,there’s 10X more opportunity when
UX & SEO work together
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So Happy Together!The only one for me is you…And you for me…
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So happy together!